Institute of Management Technology Hyderabad

Course Hand-out, Term 2

Course Code: MKT 201 Course Title: Marketing Management II Credit: 3

Instructors: Dr. Manoj Das (Section B & D) /Dr. M. Sivagnanasundaram (Section A & E) /
Prof. Dhananjay Singh (Section C)

Learning Goals:
The course would enable the student to build knowledge, understanding, and skills in the analysis of
marketing problems. Specific learning goals which this course would aim to accomplish are:

1. Functional Proficiency & Integration Ability - Graduating students would have a good
understanding of core, functional, business knowledge and the capacity to apply the
knowledge in different contexts. They would inculcate the ability to integrate different
functional areas in solving business problems.

2. Analytical and Critical Thinking Ability - Graduating students will be able to critically
evaluate, analyze and interpret information to solve problems and make business decisions.

3. Leadership and Interpersonal Skills - Graduating students would have an understanding of

the components of leadership effectiveness and how to develop them as well as would be able
to perform and work well in teams.

4. Communication Skills - Graduating students would demonstrate effective written and oral
communication skills.

5. Ethical and Global perspective - Graduating students would be able to understand nuances
of ethical issues and global environment. They would have the ability to manage in different
cultures and contexts.

6. Creativity and Innovation - Graduating students would have the capacity to think creatively.
They would learn to adapt and innovate to solve problems and to manage in unpredictable
environments.

Learning Outcomes:
The course will enable the students to equip themselves with marketing knowledge to face the
challenges in the fast changing business environment. Having a practical approach, this course is
designed to develop marketing leaders having clear concepts and innovative thinking style.

At the completion of the course the students should be able to:

LO-1: Identify environmental factors (internal or external) and evaluate their implications on
marketing decisions.

LO-2: Apply the marketing concepts, processes and activities in the real world business
environment.

LO-3: Practice the marketing concepts, processes and activities in the marketplace within the
ethical and socially responsible standards of cultural diversity, religion and mankind.

LO-4: Apply different marketing strategies and recommend an appropriate mix of such strategies
to address a given marketing task, problem or situation.

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 LO-5: Work effectively in teams.

LO-6: Articulate and communicate effectively

LO-7: Understand ethical implications of actions

Text Book:

Kotler & Keller, Marketing Management, 15th Edition, 2012, Pearson Prentice Hall.

References:

1. Govindarajan, M., Marketing Management Concepts, Cases, Challenges and

Trends, 2nd Edition, PHI.
2. Kotler, P., Keller, K.L., Koshy A. and Jha, M., Marketing Management A South
Asian Perspective, 13th Edition, 2009, Pearson Prentice Hall.
3. Kotler, P. and Keller, K.L., A Framework for Marketing Management, 4th Edition,
2009, Pearson Prentice Hall.
4. Marshall, G. and Johnston, M., Essentials of Marketing Management, 2011, Tata
McGraw Hill.
5. Mullins, J., Walker O. and Boyd Jr., H., Marketing Management: A Strategic
Decision-Making Approach, 2010, Tata McGraw Hill.
6. Ramaswamy, V.S. and Namakumari S., Marketing Management : Global Perspective
Indian Context, 4th Edition, 2009, Macmillan Publishers India.
7. Winner, R.S., Marketing Management, 3rd Edition, 2007, Pearson Prentice Hall.

Pedagogy:

The following pedagogical tools would be used to bring out the stated learning objectives among the
students:

1. Discussions: Every session would require the students to come prepared with suggested text
and readings related to a given topic. Students would be encouraged to go through additional
reference material for their preparation. An intensive discussion based on the suggested
reference material would enable the students to have a clearer understating of the marketing
concepts, processes and activities.
2. Case study analysis/discussions: The case study analysis would enable the students to
identify environmental factors, evaluate their implications on marketing decisions and apply
the marketing concepts, processes and activities to the real world business situations. Most of
the case study analysis would be done through class-room discussion mode. But if desired by
the faculty, they could also take a written analysis of the case from each student.
3. Assignments: The assignments would be designed to make students identify environmental
factors, evaluate their implications on marketing decisions and understand application of
different marketing strategies. Out of box thinking and suggesting innovative solutions,
within the ethical and socially responsible framework, to a given marketing problem would be
encouraged and appreciated.

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 4. Interaction with Practitioner: To ensure a blend of theory and practice in the pedagogical
approach being followed, practitioners from the industry would be invited to take at least 15%
of the course sessions. The focus of these interactions would be to enable the students to
appreciate the application of marketing theory to the contemporary business environment.
The practitioners could also offer students industry-oriented live projects.
5. Group Project: Group project would take the understanding that the students possess of
various marketing strategies to a different level altogether. The project would comprise of an
exploratory study leading to analysis and recommendations on a marketing problem.
6. Mid-term Test and Examination: The main purpose of conducting the test and examination
would be to ascertain if the students are well versed with the conceptual knowledge and its
application in the area of marketing.
Course Requirements
Course follows case pedagogy and, it is important for the students to come prepared for the
class. Preparation for class includes reading assigned material for meaningful and constructive
discussion.

Assessment Details:
Learning Assessment
Learning goals Learning Outcomes
Method
The course aims At the end of the course the students should The outcomes would be
to impart be able to assessed through
Functional Understanding of concepts (LO 1,2) Class Participation
Proficiency & Clarity of conceptual knowledge possessed Assignment
Integration (LO 1,2) Mid-Term Quiz
Identification of environmental factors and Group Project Report
their implications on marketing decisions End Term Exam
(LO 3,4)
Analytical and Recommendation of appropriate strategies Class Participation
Critical to address real world marketing task, Assignment
Thinking Ability problem or situation (LO 1,2,3,4) Mid-Term Quiz
Application of the marketing concepts and Group Project Report
strategies (LO 3,4) End Term Exam
Leadership and Work effectively and efficiently in teams as Group Project Report
Interpersonal well as learn ability to coordinate team-
Skills work (LO 5)
Communication Effective Articulation & Communication Class Participation
Skills (LO 6) Assignment
Mid-Term Quiz
End Term Exam
Ethical and Understand ethical implications of actions Assignment
Global (LO 7) Group Project Report
perspective End Term Exam
Creativity and Out of box thinking and suggesting Assignment
Innovation innovative solutions, within the ethical and Group Project Report
socially responsible framework (LO 3,4)
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Evaluation Components

Learning Goals
S. No. Component Weightage
Assessed
20 Marks
1. Class Participation 1,2,4,6,7
(2 cycles of 10 each)
2. Mid-Term 1,2,4,6,7 20 Marks
15Marks
(Each case carries 3 marks &
3. Case Analysis 1,2,4,6,7 is to be submitted 1 day
before the class EOD)

Group Project
4. 1,2,3,4,5,6,7 15 Marks
/Assignment
Comprehensive
5. 1,2,4,6,7 30 Marks
Examination
Total 100 Marks

Grading for the Course Marketing Management - II

The assessment process follows letter grade system. At the end of a semester, the Instructor
in-charge teaching the course would award letter grades A, B, C, D or E to a student based on
his/ her performance relative to that of others taking the same course. These letter grades
have grade points associated with them in a quantified hierarchy as described below:

Explanation of Letter Grades System

Letter Grade Grade Point Description

A 10 Excellent
B 8 Good
C 6 Average
D 4 Fair
E 2 Poor

*This would apply to both Individual Components & Group project

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Session plan
Session
Contents Readings
No.
Course
1 Introduction to course content and evaluation components
Hand-out
Product characteristics and classifications
Chapter 13
2 Product and brand relationships
Packaging, labelling, warranties and guarantees
3 Case 1: Classic Knitwear And Guardian: A Perfect Fit? (4217-PDF-ENG)

The nature of services

4 Achieving excellence in service marketing Chapter 14
Managing service quality

5 Case 2: Starbucks: Delivering Customer Service (504016-PDF-ENG)

New-product options
Challenges in NPD
6 Chapter 15
Managing the development process
The consumer-adoption process
Understanding pricing
Setting the price Chapter 16
7
Adapting the price
Initiating and responding to price changes
8 Case 3: Atlantic Computer: A Bundle of Pricing Options (2078-PDF-ENG)

The role of marketing communications

9 Developing effective communications Chapter 17
Selecting the marketing communications mix

Managing Mass Communications: Advertising, Sales Chapter 18

10
Promotions, Events and Experiences, and Public Relations
Midterm (Syllabus- Book Chapter from session 1-10, Tentative Pattern- MCQ &
Subjective questions)
Case 4: PSI INDIA--Will Balbir Pasha Help Fight Aids? (A)( 507032-PDF-ENG)/
11
PSI INDIA--Will Balbir Pasha Help Fight Aids? (B) (507058-PDF-ENG)

Managing Digital Communications: Online, Social Media,

12 Chapter 19
and Mobile

Managing Personal Communications: Direct and Database

13 Chapter 20
Marketing and Personal Selling

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 The role and importance of Marketing Channels
Channels Design decisions
Chapter 21
14 Channel Management Decisions Channel integration,
Channel Conflicts, E-Commerce and M-Commerce
marketing practices
Case 5: Castrol India Limited: An Innovative Distribution Channel (W16643-
15
PDF-ENG)
16 Managing Retailing, Wholesaling, and Logistics Chapter 22

17 Tapping into Global Markets Chapter 8

18 Ethics in Marketing

19-20 Project Presentations

End term (Syllabus- Book Chapter from session 11-20, Tentative Pattern- MCQ &
Subjective questions)

*General Guidelines for students:

Students are expected to come prepared with the case and readings.
The project will be done in groups. A detailed hand-out covering all the relevant
information related to the project will be given to the students later.
Mobiles are to be on the silent mode in the class.
Plagiarism will be dealt with utmost strictness. Any copying or use of unfair means in
the test and/or project will lead to deduction of marks and other serious consequences.
Request for a retest, in case a student scores less marks or is absent on the day of the
test, will not be entertained.
*Guidelines for the Case Analysis submission
Mention the name of the case and group members on 1st page. Start with a half
page summary of the case highlighting the key facts & decision making issues presented in
the case followed by answers to the questions shared with you.(to be submitted solutions 1
days before the scheduled class EOD)

* Guidelines for the Group project/ Assignment

Analysis of Marketing Mix of a Product/ Service Brand

This is a group project. Each group has to choose a product/service brand (E.g. Honda Amaze
Car, Bajaj Allianz Life insurance policy, etc.). Groups need to coordinate and ascertain that
brands are not repeated.

The following questions are to be answered as the part of the project:

1. Critically evaluate the product strategy adopted by firm. Carry out detailed analysis about the
product mix, Product line length and develop a product map. Also evaluate the packaging and
suggest modifications if any.
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2. Critically evaluate the pricing strategy adopted by the firm.
3. Evaluate the promotion-mix followed by the firm and suggest suitable modifications.
4. Evaluate the distribution strategy adopted by the firm and suggest modification if any.

Important Instructions:

1. The project comprises of 15 marks.

2. Theoretical definitions and unnecessary history of product/service brand should not be
included in the report.
3. The main component of the project (answers to the points mentioned above) should not
exceed more than 08 pages.
4. Use Times New Roman font size 12 with single spacing. Clearly mention group members
names and roll no. on the cover/first page.
5. Submission Details:
o Hard copy of the project has to be submitted before 18th Session. Softcopy should be mailed
to the faculty and hardcopy has to be submitted in faculty chamber.
o Late submissions will not be accepted.

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